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ABSTRACTThe Grand Seaside Hotel is a large five-star hotel in an Australian Coastal town. It is a place that not only aspires to provide excellent service but that also seeks to reconcile two apparently divergent demands: the need for customized service and the efficient management of business operations. To commit staff to the provision of service excellence, management has introduced a customer service programme that relies on various forms of training and rewards, as well as a guest response system. The customer service programme, particularly the use of guest questionnaires, appear as disciplinary strategies that aim to produce service encounters in which both staff and guests are ‘normalized’. The main loci of ethnographic data collection for this paper are regular Management Briefings. Through data collected from these, the paper investigates the use of the ‘imaginary’ in constituting service encounters and guest expectations. It interprets these in terms of Foucault's Panoptic analysis to identify the immanent mechanisms of discipline in these customer service programmes.

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This chapter explores the interface of fantasy and reality in cruise tourism by examining the cruise experience versus the realities of tourism in Ensenada, Baja California, Mexico. The first part of the chapter discusses the constructed image of the community by the cruise operator for consumption by the tourist. The subsequent section examines the image of the cruise industry constructed by local business, government and media for the local community. The final discussion addresses the cracks in the image, i.e. the interactions between tourists and locals that do not conform to the fantasy.

Corporate Social Responsibility (hereafter CSR) has recently become the debated concept in both academic and practical controversial as well. The reason used to explain is that there is the lack of clear definition of CSR (Wan-Jan 2006) which could be applied in CSR research. This paper is to review the development in defining the concept “Corporate Social Responsibility” from the decade of 1950 to now. The method to review is to examine definitions as well as studies on defining CSR in order to identify the key themes concerning what CSR is in each decade. The review shows some salience points. First, CSR has a very long development history, but it has been officially documented from 1950. Second, researchers tried to define CSR and involved issues by explaining the scope business should be responsible. Last, among reviewed definitions, Carroll’s one is more comprehensive than others and widely-used in research.